Austin, Texas (CBS HOUSTON) — A small Texas brewery unveiled a 99-pack of beer that will bring the more than seven-foot long cases to select stores in the Austin area this week.

Austin Beerworks launched a large social media campaign to announce the creation of a 99-pack of “Peacemaker Anytime Ale” beer that can be purchased in stores for $99. The launch of the massive, seven-foot long case of beer is set to coincide with the start of school – and football season – at the University of Texas this weekend.

“We’re a small brewer,” co-founder Michael Graham, told CBS Moneywatch. “We only sell in our hometown. We’re pretty amazed at how quickly it spread everywhere.”

The Peacemaker Anytime Ale is described as a light beer with a “slight biscuit/cracker character” and a “faint aroma of floral and citrus” from the Centennial hops. Austin Beerworks took to social media and YouTube to launch the first-ever 99-pack of beer.

“Since you can drink it anytime you’re going to want to have more than a few on-hand, so we decided to create our first multi-pack,” the company says in its YouTube promotion. “99 beers for $99 bucks. Get ’em while you can. And good luck getting them home. You’re going to need to bring a friend.”

“There’s only about 20 [cases] to go around this weekend, but we’ll be making more because apparently y’all like to party,” the brewery posted on its Facebook page. The page also notes that Texas state law prevents breweries from selling directly to consumers and from shipping beer.

Graham said that he’s doubtful people will purchase more than one 99-pack, describing the massive case as “impractical.” He added that the concept began as a joke but costumers appear to be lining up for the product.

“We conceived of it just to be silly, but we never thought there would be any real interest from retailers and consumers,” Graham told Moneywatch. “I guess we underestimated the power of a stupid idea.”

Benjamin Fearnow

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